Brands sponsor sports teams. Nothing new there. You’ve got to put some thought into it to make your money go as far as it can.
Tui did exactly that. They offered fans a free orange t-shirt if they bought a case of beer at the cricketmatch they went to.
Now this doesn’t sound like much, but there is more. Should the ball be hit for a six, anyone wearing an orange Tui t-shirt that can catch it on the full is eligible to win their share of a large pot of money.
The campaign created brand recognition around stadiums, and also generated lots of media attention. It was so popular that even the bookies had odds on how many catches there would be!